Where To Find UTM Data In Google Analytics

You have been proactive by adding UTM parameters to your links. But now you are wondering where do I find UTM data in Google Analytics?  You Are Not Alone. This is one of the most common questions I am asked about UTM links.

UTM links tell Google Analytics which of our marketing efforts are getting the best results. We can drill down not only by source/medium which tells us where our traffic came from but also by campaign. Narrowing the search by marketing campaign is powerful as well. It allows you to see which campaign is driving the most traffic for you.

I will show you exactly where in Google Analytics you can find UTM data that you are using in your UTM links.

Let’s get started.

Finding UTM Data in Google Analytics

There are a couple of ways to see this information using Acquisition reports. It’s important to note that someone has to click on your links in order for them to show up in Google Analytics.

Source/Medium Report

The first report I will walk you through is the source/medium. In your Google Analytics account head over to your Acquisition > All Traffic > Source/Medium report. The name gives it away, you can see the source and medium of your traffic in this report. This report allows you to see users, page sessions, bounce rate, duration on page, and conversion by source/medium.

Source/Medium Report

You then have options to drill down more by using the secondary dimensions. For example, if you have set UTM parameters for campaign you can see that here. Just above the Source/Medium column, there is a drop-down menu for Secondary dimensions. Click the down arrow and do a search for ‘campaign.’ Once you select campaign you will see an additional column created in your Source/Medium report that now holds your marketing campaign parameters. This report is unique in that it allows you to see all three parameters together.

Source/Medium Report

Pro Tip – If you see (not set) in your data this means UTM parameters were not used so Google Analytics doesn’t have this information.

In addition to source/medium and campaign you may have also set up the other two UTM parameters, Content and Term. Google Analytics has named them slightly different in their reports, but know that it is the same data.

For Content, you need to actually look up ‘Ad Content.’ For Term, Google Analytics has this named as ‘Keyword.’ I assure you it is the same thing, Google Analytics has just used a different naming convention. To summarize, Content = Ad Content & Term = Keyword.

To see your UTM data by content, head back to your secondary dimensions, and type in ‘ad content.’ You will then see your results by ad content. Likewise, if you would like to see your data by term head back to the secondary dimension and search for ‘keyword.’ You then will see your results by the term parameters.

Campaign Report

Another report you can use to access your UTM data is your campaign report. To find this report click on Acquisition > Campaigns > All Campaigns.

In this report, you can see only one dimension at a time unless it is the Source/Medium. But it’s a useful report to quickly go in and see your marketing efforts by campaign. Again at the top of the first column is where you can access the Secondary dimensions.

Pro Tip – In the top right corner of your reports is your date selector. Be sure it is set to the relevant time period you are looking to reference.

Recap Finding UTM data in Google Analytics

Tagging your links allows invaluable information about your website visitors to be passed over to Google Analytics. The UTM parameters data is found in your Acquisition reports. This data lets you know exactly what links your users are clicking to find you and gives you a good idea of how your visitors are interacting with your site. Understanding this information will help you maximize your marketing efforts allowing you to do more of what is working and less of what isn’t.

To streamline tagging your traffic check out our Tag Your Traffic® Tool. It is a super affordable mini-course with a UTM building tool that will make it easy for you to be consistent with your UTM tracking.

Want to better understand your marketing efforts? Check out Datable.’s Traffic Insights Dashboard.


Get even more insights from your source/medium report by integrating your sales cart with Google Analytics. Learn How To Set Up Google Analytics Ecommerce Reporting.

Want a more in-depth look at Google Analytics Acquisition Report check out our blog post.